Art Basel Miami is an iconic cultural event that attracts over 80,000 visitors annually. As this global celebration of creativity continues to grow, so does the demand for innovative ways to engage with the affluent, art-savvy audience it attracts. By leveraging our extensive airport advertising inventory, brands can craft high-impact campaigns that resonate deeply with travelers.
Using Airport OOH to Target Affluent Individuals
Airports are an increasingly vital platform for advertising, particularly during high-profile cultural events like Art Basel, which coincides with the peak holiday travel season, maximizing brand exposure. With travelers spending an average of 2.5 hours in airport terminals, airports provide brands with a unique opportunity to engage a captive audience.
Airport OOH is effective due to its extremely high recall rate. Research shows that DOOH advertisements have a 84% recall rate compared to traditional forms of media. This makes airports a prime location for brands to position themselves in front of potential high-value customers who are both receptive and engaged. Moreover, the demographic of Art Basel attendees, largely high-net-worth individuals and professionals, aligns perfectly with the audience traveling through major U.S. airports such as Miami International, making it the ideal location for targeted advertising that speaks to both luxury and creativity.
Studies show that visitors to Art Basel are some of the wealthiest consumers in the world, with an average purchasing power of over $250,000. With global art collectors, curators, and creative professionals arriving into Miami, this period offers a unique opportunity for advertisers to capture the attention of an audience with high purchasing potential.
Bridging Aviation and Art Through OOH
Lufthansa’s partnership with Art Basel takes the creative concept even further by bridging aviation with art. As an official partner of Art Basel, Lufthansa brings a unique campaign promoting the event by featuring a prominent artist whose work embodies the intersection of travel, culture, and creativity.
Lufthansa’s global presence, with 14 direct flights weekly from Germany to Miami ensures that this campaign reaches an international audience. By leveraging our premium inventory in the host city which houses one of the busiest airports in the country, Miami International Airport, the campaign builds awareness not just within the immediate vicinity of Art Basel, but across a network of international passengers. This collaboration positions Lufthansa as a brand that celebrates and nurtures creativity, aligning itself with the sophisticated, global clientele that attends Art Basel.
Leveraging Art Basel Excitement to Showcase Art Campaigns
Dom Pérignon's decision to showcase a tribute campaign to a late artist at Miami International Airport during Art Basel is a strategic move that capitalizes on the excitement and promotion surrounding the event. By establishing a presence during this prestigious event, Dom Pérignon ensures its brand is placed within a context of exclusivity and artistic excellence, resonating with its target audience. The same high-net-worth individuals already in the airport for Art Basel are the perfect audience for Dom Pérignon's tribute campaign, as they will be drawn to the artistic homage, resonating with their appreciation for both art and luxury, making them more likely to connect with and purchase the brand.
Similarly, the Go Beyond Basel campaign by the Florida Cultural Council also targets the millions of travelers passing through Miami International Airport who may not be attending Art Basel but still have an appreciation for art and culture. By highlighting Florida’s diverse artistic offerings, the campaign taps into the curiosity of a broader audience. Many of these travelers may not be in Miami for a major art event, but they are still interested in discovering the rich cultural experiences the state has to offer. By promoting these opportunities in high-visibility airport spaces, the campaign encourages visitors to explore beyond the typical tourist attractions. This ensures that the campaign resonates with both Art Basel attendees and casual art enthusiasts, extending Florida's cultural appeal to a much wider audience.
Although not directly linked with Art Basel, both advertisers are leveraging the already existing buzz generated for the event. The airport setting adds a layer of accessibility to the campaign, reaching a broader demographic. Leveraging our inventory in this key space allows the brands to ensure its message is seen by the very audience it wants to engage: art lovers, affluent consumers, and individuals with a deep appreciation for culture and luxury.